Lending CEO With First Super Bowl Ad Wants to Shoot Past Rocket

Guaranteed Rate Inc., a home-loan company growing quickly in a soaring market, has ambitions of toppling Wells Fargo & Co. and Rocket Cos. in as little as three years to become the largest U.S. mortgage lender.

The closely held nonbank, the seventh-largest retail originator, set a goal of producing $600 billion of new loans annually within the next decade and commanding 30% of the market, Chief Executive Officer Victor Ciardelli said in an interview. He expects his company to surpass Wells Fargo by the end of the year en route to becoming the country’s No. 2 retail mortgage lender, ...